Acculturation,Ethnic Consumers,and Food Consumption Patterns

This article describes an investigation of the impact of acculturation on consumer behavior. The relationship between a four-phased acculturation process and ethnic consumer behavior was studied. Korean immigrants were found to be venturesome in trying new foods during their early acculturation stages, but deferred large adoption until the assimilation stage. This careful adoption process if reflected in the increasing consumption frequency of both American food items and traditional ethnic food items through the first three acculturation stages.